DOVE - Beauty Has No Labels
Intro
Dove has built its whole communication strategy under the umbrella of “Real Beauty”. All women are beautiful if only they feel beautiful!
Challenge
In the verge of the summer period most women’s fear is the moment when they try on their swimsuit. However, when you feel beautiful you don’t need to be afraid of trying anything.
Solution
This summer campaign’s key message was «Beauty Has No Labels», that was actually based on the negative feelings labels bring to women. Dove collaborated with a popular brand Calzedonia, and abolished labels on swimwear, since real beauty has nothing to do with them. Dove’s summer experiment was imprinted in a digital video that revealed the reactions of unsuspecting women that visited a Calzedonia store in order to buy a new swimsuit. The activation evolved into two Facebook activations and an online campaign.
Outcome
The video received approximately 700.000 views in both Facebook & YouTube and more than 3.000 participations in the Facebook activations.
Ermis Awards 2017
Silver Award in the ERMIS DIRECT / PROMO & ACTIVATION / Product Placement category
